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Use of qualitative user behavior data in web analytics
Repetný, Michael ; Stříteský, Václav (advisor) ; Jašek, Pavel (referee)
This thesis covers main aspects of web analytics and use of qualitative data in better decision making processes. It describes the importance of web analytics, alternative tools for data collection and their utilization. The problem to be solved is the low number of online orders on the website. Selected problem is being solved by implementation of analytical program Zeerat and subsequent analysis of traffic drop-off at each step of ordering process, click heatmap of the problematic page and responses from the online survey. Based on the results of analysis, an alternative version is suggested. The introduction of a new version resulted in increasing bookings by 107 %. The main goal of this thesis is the introduction and comparison of feedback gathering methods and subsequent application of selected approaches in practice to specific project in order to increase website's business performance.
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Marketing in virtual environment
Karásek, Pavel ; Smutný, Zdeněk (advisor) ; Řezníček, Václav (referee)
The bachelor thesis focuses on online marketing and its connection with 4Ps of traditional marketing and SEO optimization. Thesis consists of two parts. Theoretical part defines and explains basic facts about online marketing. The 4Ps of marketing are analyzed and compared in virtual and physical environment. There are pros and cons mentioned for each environment. Practical part is dealing with the optimization of the internet website owned by hotel S.E.N. The optimization reflects the marketing needs of the hotels marketing concept. The optimization uses techniques of the online marketing which were explained in the theoretical part. The obtained results are summarized and evaluated at the end of the thesis.
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Increasing business performance of website
Knopp, Filip ; Šebesta, Michal (advisor) ; Pařízek, Michal (referee)
This thesis deals with the improving of website business performance through the optimization with a focus on user experience. Its concern is not how to accumulate more traffic to the website but rather how to motivate website users, persuade and help them achieve desired goals. The aim is to introduce the concept of User Experience (UX) and Conversion Optimization (CRO). Further on, to suggest a general process of the website optimization focused on user experience and to apply this procedure in a case study. The contribution of this thesis is to link the UX/CRO concepts that provide users with a positive brand experience and allow organizations a sustainable competitive advantage, differentiation and higher marketing ROI.
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Návrhy na zlepšení user experience webové prezentace města Brna - GOtoBRNO.cz
Remetei, Dominik
Bachelor thesis is focused on testing user experience of official tourism webpage for Brno - GOtoBRNO.cz. The thesis includes introduction to user experience, web design and web optimization and eye tracking a destination marketing. Significant part of the thesis is a research using the eye tracking technology. Scenario of the conducted research was assembled on the basis of consultations with the team members of the eye tracking lab of Mendel University in Brno, creators and administrators of the web (employees of TIC Brno), personal consideration and knowledge obtained from the relevant literature. All acquired data and conclusions made on the basis of the results should be understood as recommendations and its possible use I leave to the reader.
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The Use of Google Analytics in an E-shop
Jansa, Marek ; Molnár, Zdeněk (advisor) ; Gála, Libor (referee)
This thesis is focused on detailed description of the Web analytics tool Google Analytics and its use in improving attendance and competitiveness of Dobra vína company's e-shop. The aim is to propose measures that will increase sales of offered products. The measures were designed combining the analysis of web content, technical analysis of the web and the data obtained using Google Analytics. The thesis provides updated information on setting up Google Analytics: important changes that had taken place recently among which the transition to asynchronous syntax. These haven't been yet summarized in any other similar work. It also brings its own perspective on the use of information from Google Analytics to improve the performance of Internet business. The thesis presents the web analytics and the tool Google Analytics in general; it describes the setup and customization of the tracking code and finally it provides a short guide on how to read the visualized data. In the practical part it explores the web content of the Dobra vína's site and its technical aspects, after this it presents the specific settings of Google Analytics for the site and the final chapters analyze the data obtained from Google Analytics and propose adequate measures to take.
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Website optimization
Snížek, Martin ; Raška, Ondřej (advisor) ; Tichý, Jan (referee)
This work's topic is conversion rate optimization (CRO) -- activity, that leads to better business and website results, higher company income, through detailed knowledge of website visitors' behaviour and psychology and consecutive website adjustments. Conversion optimization's goal isn't getting more visitors to the website, it only focuses on unlocking maximum commercial potential of them -- orders, leads or other goals. The main purpose of this work is to summarize this newly developing topic complexly, as one of the first works in Czech, and demonstrating conversion rate optimization potential on a practical example. The work consists of following parts: - What is conversion rate optimization -- which disciplines and areas it comprises, the optimization process, pros and cons of optimization and redesign and more basic information on conversion rate optimization. - Some of conversion rate methods: * Multivariate and A/B testing -- what it is, how it is done, technological solutions, best practices. * Web analytics -- what it comprises, what functions it takes, what are the technological solutions and their pros and cons, web analytics implementation. * User testing -- how to do it properly. * Personas and user scenarios -- what they are and how to use them. - Case study about conversion optimization of the website Kentico.com -- utilization of described methods on a practical example including the results of optimization.
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Optimalizace obchodní výkonnosti webu pomocí A/B testování
Pařízek, Michal ; Raška, Ondřej (advisor) ; Tichý, Jan (referee)
The goal of this Master's thesis is to explain the importance of the Conversion Rate Optimization (CRO) at today's E-commerce market share. A lot of people in Czech Republic confuse this term with more popular and similar term: Search Engine Optimization (SEO). The CRO focuses on the particular website and its ability to meet the business goals. The goal of the CRO is to improve the website and its conversion rates for acceptable costs. The ROI is important here. The CRO is a broad topic so I focus only on one part -- A/B Testing. This technique is based on showing different variations of a specific web page to the users. They are divided among these variations. Each part can see different variation. In the result we can see which variation was the best in meeting the business goals. The goal of this Master's thesis is to thoroughly introduce this technique and the tool which is perfectly suitable for that -- Google Website Optimizer. It is free and worldwide known and used. This Master's thesis is divided into several main chapters. In the introduction I describe few marketing models that are closely related to the CRO. Then I focus on the CRO, A/B Testing and Google Website Optimizer. In the last chapter you can find a case study full of practical examples. So far there are only a few resources about CRO in the Czech language. That also demonstrates the fact, that the CRO is not much popular in Czech Republic so far. On the contrary in the USA or Western Europe these techniques are commonly used. Not only big companies like Google or Amazon.com, but even small businesses use the techniques of CRO and can profit from it. I think it is only the matter of time it becomes more popular also in the Czech Republic. Therefore I believe a lot of people find my Master's thesis very useful.
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